The Promo Playbook by Cubic Promote

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Welcome to The Promo Playbook, your backstage pass to the world of promotional marketing. Brought to you by Cubic Promote (https://www.cubicpromote.com.au/) Australia’s award-winning supplier of branded merchandise, this podcast is your go-to guide for making marketing and promo products work harder for your business. In each episode, we unpack real campaigns, talk to industry insiders, and share practical strategies to help you boost brand visibility, engage customers, and stand out. From trade shows to onboarding kits, we cover it all — with no fluff, just real insights that convert.

  1. JAN 15

    Lets talk about marketing - "Our Own"

    Most brands chase tactics; we chased presence and everything changed. Charles and Jasmine break down how #CubicPromote moved from scattered campaigns to an integrated, omnipresent marketing system that earns 15–24 meaningful touchpoints across a buyer’s journey. The result: steady trust, stronger recall, and content that compounds rather than evaporates. We share the real story behind our 2025 pivots: starting with rough Instagram posts, tightening our creative week by week, and watching engagement climb as quality and clarity improved. You’ll hear why consistency beats creativity at the start, how feedback loops sharpen messaging, and when creativity finally kicks in to elevate the work. We also map the channels that matter for B2B: Reddit for focused conversations and insight you can’t get anywhere else, Instagram and TikTok for durable reach and social proof, Pinterest for visual discovery and niche intent, and email as the direct line—when it’s hyper-targeted and genuinely useful. Email gets a frank diagnosis and a fix: segmentation, behavioral cues, and tailored value propositions that speak differently to a new coordinator than to a seasoned office manager. We dig into why single campaigns only succeed when they’re part of a larger effort, how to stitch offline and online moments into coherent journeys, and what it looks like to be truly omnipresent without sounding generic. Finally, we talk about AI the way practitioners use it: a communication amplifier that strengthens your own voice instead of replacing it. We’re setting a clear direction for 2026, quality content people want to consume, educational and entertaining formats that build authority, and a consistent cadence that earns attention over time. If you’re building a B2B marketing engine or rethinking your channel mix, this conversation will give you practical steps and a framework to make your brand hard to forget. Enjoy the insights, and if this resonated, subscribe, share with a teammate, and leave a quick review so others can find it. Connect with our host: Charles Liu: https://www.linkedin.com/in/charles-liu-042b9124/  Connect with our guests: Jasmine Liu: https://www.linkedin.com/in/jasmine-liu-993bb63/ Follow Cubic Promote: 🌐 Website: https://www.cubicpromote.com.au 🔗 LinkedIn: https://au.linkedin.com/company/cubic-promote 📸 Instagram: https://www.instagram.com/cubicpromote/ 👍 Facebook: https://www.facebook.com/CubicPromote 🎵 TikTok: https://www.tiktok.com/@cubic_promote 📌 Pinterest: https://au.pinterest.com/cubicpromote/ ⭐ Google Business: https://share.google/hskqvOCdVzgckNmYJ ✖️ X: https://x.com/cubicpromote

    10 min

  2. 12/15/2025

    How Many Times Does Someone Need to See a Brand Before They Buy?

    Ever wondered why it takes so many brand moments before a shopper finally buys? In b2c retail seven touchpoints used to be enough and now 20 to 40 is the norm. With Wendy and Catherine, we compare old assumptions to current behavior, tracing how a product moves from a flash on Instagram to a cart at Woolies, and how discounts, reviews, and retail trust work together to shrink buyer hesitation. We get practical fast: where new brands get noticed (social feeds, review-driven news articles, buses, shelves), why algorithms surface quick-bite claims that hook specific demographics, and how micro-influencers can shortcut the search phase when their lifestyle matches the audience. We also examine the 81% trust threshold, the 19% who still buy on impulse, and the underrated role of retailer credibility in early trials. Expect real stories about bone broth, daily vitamin shots, and the social proof that nudges a curious scroll into a first order. Design choices matter more than most teams admit. Color can boost recognition by up to 80%, but only if your palette and packaging stay consistent across SKUs and channels. We unpack the line between clever and confusing—like stylized logos that spark “What brand is that?” searches—and why legibility wins on small screens and crowded shelves. Finally, we lay out a multi-channel strategy that respects generational habits: Google for boomers, Instagram for Gen Z, plus promotional products and outdoor placements that add daily, durable impressions. The goal is orchestration, not noise: a sequence of clear, visual, trustworthy moments that compound into memory and conversion. If this breakdown gave you new ideas for your next campaign, follow the show. Charles Liu: https://www.linkedin.com/in/charles-liu-042b9124/ Connect with our guests:   •  Katherine Durham: https://www.linkedin.com/in/katherine-durham-772876193/   •  Wendy Li:  https://www.linkedin.com/in/wendy-li-424821161/ Follow Cubic Promote: 🌐 Website: https://www.cubicpromote.com.au 🔗 LinkedIn: https://au.linkedin.com/company/cubic-promote 📸 Instagram: https://www.instagram.com/cubicpromote/ 👍 Facebook: https://www.facebook.com/CubicPromote 🎵 TikTok: https://www.tiktok.com/@cubic_promote 📌 Pinterest: https://au.pinterest.com/cubicpromote/ ⭐ Google Business: https://share.google/hskqvOCdVzgckNmYJ Follow Cubic Promote: 🌐 Website: https://www.cubicpromote.com.au 🔗 LinkedIn: https://au.linkedin.com/company/cubic-promote 📸 Instagram: https://www.instagram.com/cubicpromote/ 👍 Facebook: https://www.facebook.com/CubicPromote 🎵 TikTok: https://www.tiktok.com/@cubic_promote 📌 Pinterest: https://au.pinterest.com/cubicpromote/ ⭐ Google Business: https://share.google/hskqvOCdVzgckNmYJ ✖️ X: https://x.com/cubicpromote

    15 min

  3. 12/02/2025

    Inside the Promo World What We Love, What We Remember, and the Clients Who Make It Easy

    Ever wondered what it actually takes to turn a scrappy merch idea into something people love to wear, keep, and show off? We open the studio doors and walk through the messy, creative, deeply satisfying process behind memorable promotional products and uniforms—complete with tight deadlines, picky color matches, and the joy of getting it right. We start with the spark: unexpected product requests that keep our creative muscles fresh. From a large international order of custom wombat plush where ear color mattered as much as delivery timing, to a complex conference collection for the housing sector in Canberra with strict specs and zero room for error, the team explains how ideas meet feasibility. You’ll hear how clear briefs, vector artwork, and early approvals protect quality, and why organized clients help us trade guesswork for speed. Then we shift to activations and premium keepsakes—Netflix-branded pieces that ride pop culture waves, and Luna Park’s Squid Game tokens designed to feel worth winning. Each example shows how storytelling, materials, and finishing choices turn branded items into lasting mementos. Behind the scenes, operations turns ambition into repeatable success. We dig into apparel print methods like screen printing and sublimation, how fabric choice affects color and durability, and the small checks—stitch density, legible micro text, pantone alignment—that prevent big headaches later. When timelines compress, we prefer tight option sets over sprawling catalogs, so we can hit budgets and ship dates without sacrificing brand impact. The throughline is simple: clear goals, honest communication, and a willingness to decide. That’s how great merch lands on time and gets used again and again. If you’re planning your next kit, activation, or uniform rollout, this one’s for you.  Follow our host: Charles Liu: https://www.linkedin.com/in/charles-liu-042b9124/ Connect with our guests: Katherine Durham: https://www.linkedin.com/in/katherine-durham-772876193/Mark Tyssen: https://www.linkedin.com/in/mark-tyssen-b141aa257/Swami Rossat: https://www.linkedin.com/in/swami-rossat/Anil Gupta: https://www.linkedin.com/in/anilgupta72/Wendy Li: https://www.linkedin.com/in/wendy-li-424821161/Follow Cubic Promote: 🔗 LinkedIn: https://au.linkedin.com/company/cubic-promote 📸 Instagram: https://www.instagram.com/cubicpromote/ 👍 Facebook: https://www.facebook.com/CubicPromote 🎵 TikTok: https://www.tiktok.com/@cubic_promote 📌 Pinterest: https://au.pinterest.com/cubicpromote/ ⭐ Google Business: https://share.google/hskqvOCdVzgckNmYJ ✖️ X: https://x.com/cubicpromote #CubicPromote #CustomMerchandise #PromotionalItems #Australia #B2B #Podcast #promoplaybookau  Follow Cubic Promote: 🌐 Website: https://www.cubicpromote.com.au 🔗 LinkedIn: https://au.linkedin.com/company/cubic-promote 📸 Instagram: https://www.instagram.com/cubicpromote/ 👍 Facebook: https://www.facebook.com/CubicPromote 🎵 TikTok: https://www.tiktok.com/@cubic_promote 📌 Pinterest: https://au.pinterest.com/cubicpromote/ ⭐ Google Business: https://share.google/hskqvOCdVzgckNmYJ ✖️ X: https://x.com/cubicpromote

    8 min

  4. 11/24/2025

    We Asked Our Crew Which Corporate Gifts They’d Choose And Why

    We survey our team to learn which corporate gifts they’d actually choose, what they’d regift, and which trends are surging as offices head into the holidays. The result is a practical guide to shareable treats, quality tech, and summer-ready picks that people will use. • hampers ranking first for delight and variety • premium mugs and notebooks as safe, high-utility choices • power banks and tech performing when retail-grade and trusted • summer picks like barbecue sets and picnic gear • apparel trends including umbrellas, caps and socks • team play items like pickleball drawing family use • food and experiences as reliable morale boosters • pitfalls of niche items and basic, generic tech Please share your gift ideas or the weird and wonderful gifts you’ve received via our social links below Connect and Follow Charles (host) via Linkedin: (47) Charles Liu | LinkedIn Cubic Promote Website & Social media Website: Top promotional products supplier in Australia | Cubic Promote Cubic Promote Linkedin: (47) Cubic Promote: Company Page Admin | LinkedIn Youtube: Cubic Promote - YouTube Pinterest: (5) Pinterest Facebook: (20+) Facebook Instagram: (1) Instagram Find out more and visit our website: https://www.cubicpromote.com.au/ Follow Cubic Promote: 🌐 Website: https://www.cubicpromote.com.au 🔗 LinkedIn: https://au.linkedin.com/company/cubic-promote 📸 Instagram: https://www.instagram.com/cubicpromote/ 👍 Facebook: https://www.facebook.com/CubicPromote 🎵 TikTok: https://www.tiktok.com/@cubic_promote 📌 Pinterest: https://au.pinterest.com/cubicpromote/ ⭐ Google Business: https://share.google/hskqvOCdVzgckNmYJ ✖️ X: https://x.com/cubicpromote

    8 min

  5. 11/18/2025

    What’s Next in Australia’s Promotional Products Industry with APPA’s Ciara Brennan

    Special Guest: Ciara Brennan (Sustainability Manager: APPA: Australian Promotional Products Association) Host: Charles Liu (Owner: Cubic Promote) Want proof that greener promo isn’t just possible but profitable? We sit down with sustainability manager Ciara Brennan from the Australian Promotional Products Association to unpack how real change happens when suppliers, distributors, and buyers stop deflecting and start collaborating. From translating dense legislation into clear playbooks to unlocking grants and coaching first-time ESG reports, Ciara shows how practical steps add up to meaningful emissions cuts without derailing budgets or timelines. We dig into where Australia stands compared to Europe: faster solar adoption on one hand, tougher freight realities and looser recycling systems on the other. Ciara estimates a variable two-year gap and explains why a slow, steady transition is the most resilient choice. The surprise insight: the cheapest merchandise rarely wins. Customers want quality, story, and proof—signals that education beats discounts, and that transparency sells. That’s where ideas like the EU product passport come in: QR codes that reveal manufacturing location, water use, and freight mode, turning swing tags into powerful moments of truth. Ciara also takes aim at the industry’s overreliance on offsets. She makes the case for “real zero” over “net zero,” prioritizing actions like electrifying fleets, choosing renewable energy, and switching to recyclable or compostable packaging. The bigger unlock is accountability—openly sharing supplier data, certification know-how, and best practices that raise the floor for everyone. By 2030, success looks like visible footprints, smarter procurement, less landfill-bound swag, and a culture where sustainability knowledge isn’t proprietary but shared. If this conversation sparks ideas for your next campaign or sustainability plan, subscribe, share this episode with your team, and leave a review with the one change you’ll make this quarter. Your feedback guides our next deep dive. Connect and Follow Ciara via Linkedin: (47) Ciara Brennan | LinkedIn Connect and Follow Charles via Linkedin: (47) Charles Liu | LinkedIn Cubic Promote Website & Social media Website: Top promotional products supplier in Australia | Cubic Promote Cubic Promote Linkedin: (47) Cubic Promote: Company Page Admin | LinkedIn Youtube: Cubic Promote - YouTube Pinterest: (5) Pinterest Facebook: (20+) Facebook Instagram: (1) Instagram Follow Cubic Promote: 🌐 Website: https://www.cubicpromote.com.au 🔗 LinkedIn: https://au.linkedin.com/company/cubic-promote 📸 Instagram: https://www.instagram.com/cubicpromote/ 👍 Facebook: https://www.facebook.com/CubicPromote 🎵 TikTok: https://www.tiktok.com/@cubic_promote 📌 Pinterest: https://au.pinterest.com/cubicpromote/ ⭐ Google Business: https://share.google/hskqvOCdVzgckNmYJ ✖️ X: https://x.com/cubicpromote

    25 min

  6. 11/10/2025

    Business Marketing & Why We Love Free Custom Merch

    What if your brand felt collectible, not forgettable? We sat down with Wendy Lee and Christina to unpack why small, personality-packed items—plush keyrings, blind boxes, stickerable mini gadgets—can beat traditional ads on both attention and long-term visibility. Instead of asking people to watch, we give them something to wear, clip, and show off, turning backpacks and laptops into living billboards. Christina explains the Gen Z formula: cute characters, pop colors, and customization that invites self-expression. We dig into the surge in custom plush and why off-the-shelf merch underperforms next to bespoke designs that carry cultural meaning. From Hong Kong snack plushies to campus mascots, we explore how local cues make global campaigns feel intimate, and how surprise mechanics like blind boxes drive repeat engagement, trading, and social buzz. Wendy brings the operator lens from Cubic Promo: how a well-placed bus ad can seed aspiration that social media amplifies later, why “sale” still triggers action for time-poor parents, and how smart brands treat merch like a product with versions and updates. We talk about the tiny functional camera keyring paired with branded sticker sheets, a modular idea that turns a giveaway into an evolving platform. Along the way, we spotlight Aussie labels building heat across offline and online touchpoints, plus practical tactics to measure success beyond impressions—think dwell time, bag sightings, and user photos. Looking to turn swag into signal? Hit play for a clear blueprint on design choices, cultural storytelling, and channel strategy that make people proud to carry your brand. If you enjoyed this conversation, subscribe, share it with a marketer friend, and leave a review with the one piece of merch you’d actually keep. Follow our speakers:  Charles Liu: https://www.linkedin.com/in/charles-liu-042b9124/ Wendy Li: https://www.linkedin.com/in/wendy-li-424821161/ Cubic Promote Website & Social Media: Website: https://www.cubicpromote.com.au/ Cubic Promote LinkedIn: https://www.linkedin.com/company/cubic-promote YouTube: https://www.youtube.com/channel/UCtY-N9DK1-hMu3ILxX5Nwww Pinterest: https://au.pinterest.com/cubicpromote/ Facebook: https://www.facebook.com/CubicPromote Instagram: https://www.instagram.com/cubicpromote/ Follow Cubic Promote: 🌐 Website: https://www.cubicpromote.com.au 🔗 LinkedIn: https://au.linkedin.com/company/cubic-promote 📸 Instagram: https://www.instagram.com/cubicpromote/ 👍 Facebook: https://www.facebook.com/CubicPromote 🎵 TikTok: https://www.tiktok.com/@cubic_promote 📌 Pinterest: https://au.pinterest.com/cubicpromote/ ⭐ Google Business: https://share.google/hskqvOCdVzgckNmYJ ✖️ X: https://x.com/cubicpromote

    15 min

  7. 10/30/2025

    From “I’m Loving It” To “I Have A Dream”: The Power Of One-Liners

    A few words can tilt a purchase, stir a memory, or ignite a movement—and we wanted to know why. We dive into the craft of one-liners: the ad jingles that refuse to leave your head, the taglines that steer split-second decisions, and the cultural phrases that carry real emotional weight. With Jasmine, our financial controller, we trade favorite lines, test each other with a rapid-fire slogan game, and dissect what makes certain messages stick while others fall flat. We explore how melody supercharges recall, why “Because you’re worth it” can sway a cosmetics choice, and how rhythmic repetition turns “I have a dream” into living language. Then we pull back the curtain on the risks of going global with a neat English phrase. From Pepsi’s infamous “come alive” misread to KFC’s “eat your fingers,” we map the traps of direct translation, idiom, and phonetics across Chinese and Spanish-speaking markets. The takeaway: language is an interface, and context is everything. Along the way, we share practical guardrails for marketers and procurement teams working across regions: write for meaning before cleverness, test sound as well as sense, back-translate, and pressure-test with native speakers. We also explain how our team’s cultural and linguistic mix functions as an early-warning system, catching double meanings and tonal slips before they become costly recalls. If you build brands, you’ll leave with a sharper eye for slogans that travel well—and a better sense of when to localize rather than translate. Enjoy the conversation? Follow the show, share it with a teammate, and tell us the best and worst one-liners you’ve ever heard. Your pick might feature in a future episode—drop it on your social platform of choice and tag us. Follow our speakers:  Charles Liu: https://www.linkedin.com/in/charles-liu-042b9124/ Jasmine Liu: https://www.linkedin.com/in/jasmine-liu-993bb63/ Follow Cubic Promote: 🔗 LinkedIn: https://au.linkedin.com/company/cubic-promote 📸 Instagram: https://www.instagram.com/cubicpromote/ 👍 Facebook: https://www.facebook.com/CubicPromote 🎵 TikTok: https://www.tiktok.com/@cubic_promote 📌 Pinterest: https://au.pinterest.com/cubicpromote/ ⭐ Google Business: https://share.google/hskqvOCdVzgckNmYJ ✖️ X: https://x.com/cubicpromote #CubicPromote #CustomMerchandise #PromotionalItems #Australia #B2B #Podcast #promoplaybookau  Follow Cubic Promote: 🌐 Website: https://www.cubicpromote.com.au 🔗 LinkedIn: https://au.linkedin.com/company/cubic-promote 📸 Instagram: https://www.instagram.com/cubicpromote/ 👍 Facebook: https://www.facebook.com/CubicPromote 🎵 TikTok: https://www.tiktok.com/@cubic_promote 📌 Pinterest: https://au.pinterest.com/cubicpromote/ ⭐ Google Business: https://share.google/hskqvOCdVzgckNmYJ ✖️ X: https://x.com/cubicpromote

    9 min

  8. 09/22/2025

    From CPA to Poet: Dr. Amy Lee's Journey Through Finance and Academia

    The path to authentic leadership requires balancing ambition with legacy-building—something Dr. Amy Lee has mastered throughout her remarkable career journey. From her early days as an accountant to becoming a CFO, and now transitioning into academia and creative writing, Amy shares how accountability and integrity have remained her North Star. "I think I'm in my sunset career now," Amy reflects, explaining her shift toward teaching and publishing poetry after 30 years in finance leadership. This thoughtful pivot reveals a profound understanding that true success extends beyond climbing corporate ladders to building meaningful legacies. Her self-published work, "Amy's Journal," showcases how even the most analytical minds can find creative expression. What makes this conversation particularly valuable is Amy's perspective on Australia's business relationships across the Asia-Pacific region. She articulates the "identity crisis" many Australian companies face—geographically positioned to partner with Asian neighbors while politically aligned with Western allies. This tension creates unique challenges for entrepreneurs looking to expand regionally, with trust emerging as the critical currency. "How do you build that trust?" she asks, highlighting the paradox entrepreneurs face: "How do you show results when you have no money to show results?" For listeners navigating today's rapidly changing business landscape, Amy offers a refreshingly grounded view of technology. Comparing AI to the invention of calculators and microwaves, she emphasizes that while tools change, critical thinking remains essential. Her advice to maintain balance—"the yin and yang is so true"—provides a powerful framework for decision-making amid chaos. Whether you're an aspiring CFO, entrepreneur, or leader seeking greater purpose, this conversation offers both practical wisdom and inspirational guidance for creating a career that matters. Follow our speaker: Dr. Amy Lee: https://www.linkedin.com/in/amylee1213/ Cubic Promote Website & Social Media: Website: https://www.cubicpromote.com.au/Cubic Promote LinkedIn: https://www.linkedin.com/company/cubic-promoteYouTube: https://www.youtube.com/channel/UCtY-N9DK1-hMu3ILxX5NwwwPinterest: https://au.pinterest.com/cubicpromote/Facebook: https://www.facebook.com/CubicPromoteInstagram: https://www.instagram.com/cubicpromote/ Follow Cubic Promote: 🌐 Website: https://www.cubicpromote.com.au 🔗 LinkedIn: https://au.linkedin.com/company/cubic-promote 📸 Instagram: https://www.instagram.com/cubicpromote/ 👍 Facebook: https://www.facebook.com/CubicPromote 🎵 TikTok: https://www.tiktok.com/@cubic_promote 📌 Pinterest: https://au.pinterest.com/cubicpromote/ ⭐ Google Business: https://share.google/hskqvOCdVzgckNmYJ ✖️ X: https://x.com/cubicpromote

    15 min
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About

Welcome to The Promo Playbook, your backstage pass to the world of promotional marketing. Brought to you by Cubic Promote (https://www.cubicpromote.com.au/) Australia’s award-winning supplier of branded merchandise, this podcast is your go-to guide for making marketing and promo products work harder for your business. In each episode, we unpack real campaigns, talk to industry insiders, and share practical strategies to help you boost brand visibility, engage customers, and stand out. From trade shows to onboarding kits, we cover it all — with no fluff, just real insights that convert.

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